TikTok’s New AI Labeling Initiative: Combating Misinformation and Embracing Creative Possibilities

TikTok has announced that it will start labeling content created using artificial intelligence (AI) when it is uploaded from outside its own platform. This move is aimed at combating misinformation being spread on its social media platform, as the company believes that AI can provide creative opportunities but viewers may be confused or misled if they are not aware that the content was AI-generated.

To help with this effort, TikTok is partnering with the Coalition for Content Provenance and Authenticity and using their Content Credentials technology. This technology can attach metadata to content, allowing TikTok to recognize and label AI-generated content instantly, starting with images and videos and soon expanding to audio-only content.

In the coming months, Content Credentials will be attached to TikTok content even when downloaded to help identify AI-generated content and provide information on when, where, and how the content was created or edited. Other platforms that adopt Content Credentials will also be able to automatically label AI-generated content.

TikTok emphasizes that it is the first video-sharing platform to implement Content Credentials and will work with the Content Authenticity Initiative led by Adobe to promote the adoption of these credentials across the industry. Adam Presser, TikTok’s Head of Operations & Trust and Safety, expressed enthusiasm for the creative potential of AI while also stressing the importance of helping users differentiate between fact and fiction.

This move aligns with TikTok’s ongoing efforts to promote transparency and combat misinformation on its platform. The announcement was made on ABC’s “Good Morning America” on Thursday, with TikTok’s policy requiring users to label any AI-generated content that includes realistic images, audio, or video.